Yes, It’s Another Super Bowl Media Critique, But…
It is with great anticipation that we have awaited the Super Bowl. For those of us who consider themselves avid Football fans it’s about a championship match between divisions that has taken 17 weeks and umpteen weeks of training camp prior to this one last game. Yet for the Advertising industry it has also become a much anticipated event to justify the great expense our clients go to in creating a consumer memorable interaction. What attracts us? $2.5 Million reasons per ad.
We’ve seen the “What would you do with $2.5 Million…” articles and the guru opinion articles but I so didn’t want to be another opinion tosser. Instead I wanted to find the useful, practical takeaway for marketers from this event. How could I stand out and make it relevant to what we do every day? Then I came across a press release about the web’s role in the media strategy. Sure I thought about how Diet Pepsi’s BrownandBubbly.com, with P Diddy worked well and the ever popular yet obvious godaddy.com, but how did they fair within the ultimate online strategic play — Search.
Coincidently, I received an AIM from a guy whom I consider to be the industry’s foremost Search expert, Tim Daly the VP of Marketing Strategy at Sendtec. More impressively Tim is also the guy who formerly ran Office Depot’s search marketing (imagine the size of that keyword list.) I asked Tim what his impressions of the Super Bowl were related to search. Tim stated “I think [ad agencies] are dropping the ball when it comes to execution.”
Harsh? Maybe, maybe not. “Why?” I asked. Tim explained that it is no longer possible to ignore the integration of offline with online in a valid media mix. Overall 16 Super Bowl advertisers offered a distinctive web destination within their very expensive Television advertising effort. He asked me if I could name them? I started thinking and realized that other than the 2 above, I had no clue. I guess I could have guessed at a couple more but overall I would totally score on less than 40%. Exactly Daly stated. The URL’s are on the screen for 2-3 seconds and then that’s it [you've shot your wad.]
He asked me “How many do you think actually showed up in a relevant search?” I said “A dozen.” Turns out “5″ was the correct answer (Diet Pepsi / P Diddy, Aleve Good News, Mission Impossible 3, GoDaddy.com and Ameriquest.)
With that kind of a spend you would think there was a more cohesive focus on the whole web implementation. Haven’t we been saying forever an URL alone on the web just doesn’t cut it?
Tim put into words what I was thinking and summed it up pretty nicely “The agencies are leaving so much on the table by not applying paid search engine strategies around the concepts of the ad that consumers actually recall.” I guess what really sucks is it’s the [advertiser] in the end that really loses.
Reader Comments.
No comments yet
Leave a Comment
Pages: 1 2 next page »
Tags: search_marketingArticle Sponsor
More Features
-
Loading ...
Latest News
- Facebook’s IPO: You Knew It Was Coming May 18th 2012 ADOTAS - It’s been a day of superlatives, as the [...] more »
- Infographic: The Evolution of Marketing Automation May 18th 2012 ADOTAS – Marketing automation — the process of automating a [...] more »
- Welcome Aboard: New Hires at BrightRoll, AdSafe, More May 18th 2012 ADOTAS – While one internet-related company has pretty much dominated [...] more »
- Now You Can Be a Certified Digital Media Sales Pro through the IAB May 17th 2012 ADOTAS – You think you’re a digital sales pro, but [...] more »
- Adometry Leverages Attribution Data in a New Media Modeler May 17th 2012 ADOTAS – Attribution and ad verification technology provider Adometry has [...] more »
- GM Yanks Facebook Ad Spend: Cluelessness, Bad Analytics or Strategic Statement? May 16th 2012 ADOTAS – General Motors‘ announcement yesterday that it was pulling [...] more »
- Velti “State of Mobile Advertising” Report: AT&T, Apple Crush Competition May 15th 2012 ADOTAS - Mobile advertising services provider Velti has shown a [...] more »
Features
- Infographic: The ROI of Tag Management May 21st 2012
- Digital Goes Offline: Can Brands Take Back the Store? May 21st 2012
- What Does the Ideal Publisher Look Like? May 21st 2012
- Thoughts on the Affiliate Brain Drain May 18th 2012
- Infographic: Big Brands Should “Think Global, Act Global” on Facebook May 17th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- Business Director-IEB-Microsoft Studios (792444)
- Marketing Communications Manager, Senior-IEB-TV &
- Senior Industry Marketing Manager - Media and Ente
- MARKETING DIRECTOR (medical software company)
- Senior Product Marketing Manager
Recent Comments
- Facebook’s IPO: You Knew It Was Coming: [...] For more insights on what GM’s ploy might mean for Facebook and for the
- Facebook’s Anticlimactic IPO | LNP Studios: [...] Get more details here: Facebook’s IPO: You Knew It Was Coming. [...]
- Bob Gordon: How has this circus helped anyone other than the sand hill crowd? Has it helped
- Facebook’s IPO: You Knew It Was Coming: [...] For more insights on what GM’s ploy might mean for Facebook and for the
